For us, it’s a matter of principle. Five, specifically.

These principles change lives. So we designed our entire brokerage platform around them. We think there’s no better way to invest.

1. Invest in portfolios with variety and balance.

Under-diversifying could cost you massively—30% to 50% of potential lifetime returns.1 If you’re invested in just a few securities or funds, you’re almost certainly under-diversified. You can do better. With us, you can easily create and manage diversified portfolios that you control.

2. Pay less. Invest and earn more.

1% more in expenses costs you 20% of lifetime returns.2 So we drive down costs at every turn. Trade as much as you need, in as many accounts as you want, and with as many portfolios as you like, all for the low flat fee of $29 per month.*

3. Tailor your investments to your needs and interests.

Customize our ready-made portfolios, build your own, or follow an expert’s. Invest at risk levels sensible for you. Exclude stocks you don’t want to own. Invest in what you know. Adjust any way you see fit. Have one account for retirement, another for immediate needs, and even another for speculative investing—all commission free and for one flat fee.*

4. Invest consistently.

The average investor loses 2.5% each year buying and selling at the wrong time.3 It adds up year after year. Timing the market, chasing winners, buying fads—it just doesn’t work. We let you invest consistently—even if it means trading small amounts or fractions of shares. Dollar-cost averaging, periodic rebalancing—we have it and encourage it.

5. Manage your taxes. It’s what you keep that counts.

Tax loss harvesting can save you a lot of money. But it’s only part of the strategy to manage taxes. We give you the rest so you gain even more. Our patented Tax Football™ identifies securities to sell for the tax result you want. You can harvest tax losses or generate gains to offset losses. Or raise cash with no taxes at all. And our state-of-the-art tax lot system gives you tax control all year long.

Innovation that works for you. Only at Folio.

Folio has been an innovator since 2000, with 19 issued patents and more to come. We pioneered online account opening when others still insisted on paper. We were the first to use fractional shares in portfolio trading, and the first to allow dollar-based investing in stocks. We were the first—and still the only to our knowledge—to provide flat-fee pricing. And we’re the only brokerage to offer patented tax management tools to all investors.

Here are a few examples of what you get at Folio:

Folios

These specialized portfolios of up to 100 stocks, mutual funds, and ETFs give you the benefits of funds with the flexibility of individual stocks. Buy, sell, and customize an entire folio in a single click.

Tax Football™

Rebalancing

As the securities in your folio change in value, we help you avoid the risk that comes from owning too much of some investments and not enough of others. Use our automated settings to maintain the right balance.

Flat-Fee Pricing

Commissions add up and can get in the way of consistently investing in a well diversified portfolio. We clear the hurdles with a pricing plan that gives you unlimited accounts and 2,000 commission-free window trades each month for one flat fee.

We have over 160 pre-made folios to choose from. Invest in as many as you want or create your own masterpieces. Open your account risk-free and see how easy it is to put the 5 principles to work for you.

Our customers speak for us.

We’ve been quietly changing how America invests since 2000. Don’t just take our word for it. See what our customers have to say.

I have been with your company nearly since its beginning and have recommended it to several people I know. It’s a very unique method of investing and, if it pertains, one doesn’t need to know much about the company being invested or any technical or fundamental analysis. It has worked for me for several years.

Richard K.

You have a splendidly efficient platform. I have been with you for over 10 years and have always admired your firm for the ease at which I can build a real or watch folio. Just a great company and great service. I wish you were public so I could buy the stock!

Noted by the media

[Folio Investing] allows you to construct a portfolio of up to 100 individual stocks, ETFs, and mutual funds weighted to your specifications. When you’re ready to buy or sell from your folio, as it’s called, the firm will execute the trade for you.

Folio Investing offers a comfortable blend of prepackaged investment folios, plus the ability to create and customize your own folios. This can be the perfect mix for the person who wants to control his or her own investment strategies, but also wants the option of having access to broker prepared investment packages.

Folio Investing has a lofty goal: it wants to make the management of private securities as simple as public ones. If the company succeeds, it can have drastic effects on the private placement and the emerging equity crowdfunding industries by filling a number of clear needs.